Attracting tourists with the use of local food : Using a multiple case study to investigate the role of local food in the marketing of tourist destinations in the UK

Sammanfattning: Tourism is one of the largest sectors in the world, contributing to one in ten jobs globally and 10% of the global GDP. However, the climate is facing many challenges and the tourism sector must become more sustainable. Food and drink consumption is playing a more important role in tourism, and particularly food is recognised as one of the biggest polluters due to the way it is produced, the miles it is transported and the waste it generates. Consumers are therefore increasingly requesting food and drink produced locally and in season. For the same reason, restaurants are serving locally produced food, beverages are produced around the corner and destinations are using local food and drink in their marketing as part of their offers. Everybody must eat during their holiday and research shows that tourists are increasingly interested in culinary experiences and prepared to pay more for local food. Through eight qualitative interviews with respondents from five tourist destinations in the UK, with specific food and/or drink offerings, as well as research done on their specific websites, an understanding of what role local food plays in the marketing of tourist destinations in the UK was obtained. The case studies were conducted across the following UK destinations: Bristol, Cornwall, Cumbria, Kent, and Scotland. The present research suggests that local food and drink is an important part of the overall package offer as well as a crucial element in the collaboration between different stakeholders. However, there is no official definition of what local food and drink is, and the reputation of British food is still challenging, and although one could argue it is no longer deserved, it is proving an issue when promoting the UK as a food destination. Though not explicitly stated, storytelling appears to be an important factor for all respondents in marketing their tourism offers.